Fashion It girl Alexa Chung has done it again. Chung’s London-based eponymous brand ALEXACHUNG recently released their fourth collection for spring with effortless bohemian style at the forefront.
ALEXACHUNG launched in May 2017, with Chung at the helm as creative director. Much like Chung, the brand strives to be independent of fashion industry norms, launching only four seasonal collections per year. Each collection is launched at the beginning of the season as opposed to months in advance. The brand offers daywear, denim, evening wear, shoes, and jewelry, creating a complete lifestyle and wardrobe for its customers. Although carried in stores worldwide, the ALEXCHUNG e-commerce platform also offers exclusive pieces only available online.
Their latest collection, entitled “Virginia,” features 100 pieces for spring. Chung was inspired by British painters Duncan Grant and Vanessa Bell, the sister of author Virginia Woolf. Both Grant and Bell were members of the Bloomsbury Group, a collective of artists, poets, philosophers, and writers.
“This season’s inspiration came from writers, painters and sculptors whose lives are filled with created works of beauty,” Chung stated. “Our muse works in her worn jeans, old t-shirts, borrowed shorts; painting, creating, travelling, loving.”
The collection mirrors the Bloomsbury artistic haven of the early 1900s with oversized ruffle collars, jacquard daytime pajamas, and paisley-printed smock dresses. ALEXACHUNG even literally incorporates the painters’ style with paint-splattered denim.
The brand also honors turn-of-the-century style with silhouettes. Mid-length dresses with lace-up bodices and ruffled peasant dresses are made modern with the addition of belts, unexpected prints, and asymmetrical details.
The timelessly chic vintage bohemian style is characteristic of Alexa Chung’s personal style. Thanks to ALEXACHUNG, we can all be It women.
Prices for ALEXCHUNG’s latest collection range from £70 to £995.